Honda Motor's advertising spending in the U.S. 2007-2022

In 2022, Honda Motor Company spent 965 million U.S. dollars on advertising in the United States. The company's ad expenditures continued the downward trend starting in 2020 when the coronavirus (COVID-19) hit the industry. Previously, Honda's investment in advertising peaked at 1.39 billion U.S. dollars in 2018 and 2019.

Ad spending battle among auto marketers

In 2022, Honda ranked fifth in ad spend among automakers in the United States. Competitors such as General Motors and Stellantis recorded significantly higher advertising expenditures that year: 3.25 billion U.S. dollars and 1.84 billion dollars, respectively. Compared to fellow Japanese manufacturers, Honda placed behind Toyota but was ahead of Nissan and Subaru regarding ad spend.

Honda’s history in the United States market

Honda has been operating in the United States since 1959 when the Japanese company established its first overseas subsidiary in Los Angeles. Since then, Honda has been active and innovative in its approach to trading in the U.S. and has become one of the most popular motor vehicle brands. In fact, it was the first manufacturer to comply with the Clean Air Act regulations introduced in the 1970s. Throughout the decades, Honda's cars were consistently growing in popularity among American drivers. As of November 2022, it was considered one of the most reliable car brands among U.S. consumers.